The word emotion hides the key.....it gives motion to something - a business idea, a marketing plan, a purchasing decision.
Another part of emotion often neglected is that it is a great learning tool.
- No emotion eg apathy is a sign that your offer is not strong enough.
- Positive emotion shows that a brand stands for something or stands against something - it gives people a reason to buy.
- Negative emotion shows where your problems potentially lies.
- Positive emotion shows where your business strategy is hitting a nerve.
Often leadership and management try and shy away from emotion...they attempt to take the emotion out of decision making, they think acting professionally means not being emotional....but here is the key
People who work on their emotional intelligence, people who seek out emotions, people who add the emotional element, people who engage employees or consumers through emotion.....they are the ones doing a professional job...
Because at the heart of business is people - inside through employees and outside through suppliers, consumers and stakeholders. People may have different skills, characters, values...but the one strand that runs through them all are their feelings and emotion....and therefore that is the common social connection tool.